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©2014. Big Drum. All Rights Reserved.
B2B Search Marketing &
Conversion Optimization
Presented at B2BCamp
November 8, 2014
2. Why should you listen to me?
Stacy Williams
>25 years’ experience in
marketing
>15 years’ experience in search
marketing
Founded Big Drum in 2001
Named “Search Engine Marketer
of the Year” by TAG in 2012
Founding member & past
President of SEMPO Atlanta
Business/Marketing &
Communications degrees from
UC Berkeley & U of Southern
California
Please tweet: @StacyWms
Big Drum
fka Prominent Placement, Inc.
(PPI)
Started as a search engine
marketing agency
Now the B2B conversion agency
Consistent award-winner
Services:
Search Engine Optimization (SEO)
Paid Search (Pay-Per-Click/PPC)
Conversion Rate Optimization
(CRO) / Usability (UX)
Analytics (AX)
Please tweet: @BigDrumAgency
2 This deck will be available at slideshare.net/stacywms
©2014. Big Drum. All Rights Reserved.
3. Get prospects to the website (or landing page)
Encourage them to convert to a lead
Track results, analyze, test, tweak, repeat
3
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4. 4
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Get Prospects To The Website
(or Landing Page)
5. Get them to the website (or landing page)
Search Engine Optimization (SEO)
Paid Search / Pay-Per-Click (PPC)
Search Networks
Google AdWords, Bing Ads (includes Yahoo)
5
Display Networks
Google AdWords
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– Remarketing (also Similar Audiences, Remarketing Lists for Search Ads)
– Many other targeting options
Targeted Display Advertising
– Bizo, AdRoll, etc.
Social Networks
LinkedIn
Facebook
Twitter
6. Search Engine Optimization (SEO)
Content increasingly critical
Fresh, unique, valuable, educational content
Use to pique prospects’ interest, build credibility, capture leads
Social shares & links to the content really help rankings
Keywords are still important
Less literal, more semantic
Ensure site is search engine-friendly from a technical standpoint
Set up a Google Webmaster Tools account
Implement Structured Data (more at schema.org)
6
©2014. Big Drum. All Rights Reserved.
Or get our free primer at
bigdrum.io/structured-data-primer
7. Keywords: editorial vs. commercial
7
Editorial
Editorial
Editorial
Editorial
Commercial
Editorial
Editorial
Editorial
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Commercial
Editorial
Commercial
Commercial
Commercial
Commercial
Editorial
Editorial
8. Keywords: stages of the buying cycle
8
I have a problem
I’m researching
the solution
Who are the
companies I
should talk to?
Which company
should I choose?
Purchase
©2014. Big Drum. All Rights Reserved.
“how can I prevent having multiple
versions of a document across my team?”
“accessing documents on my phone”
“sharing documents securely”
“managing documents online”
“web-based content platform”
“managing records in the cloud”
“document management solutions”
“collaboration software providers”
“digital asset management companies”
brand keywords
reviews & ratings
Gartner, Forrester, analyst reports
TIP: Ensure your landing page
content ties in with the keyword
& stage of the buying cycle!
9. Keywords: stages of the buying cycle
9
I have a problem
I’m researching
the solution
Who are the
companies I
should talk to?
Which company
should I choose?
Purchase
©2014. Big Drum. All Rights Reserved.
At this stage, the Executive Team
may search by brand keyword to
check out the company. Ensure
you “own” the first page of
results for your name and that
everything is positive,
professional and compelling
10. Keywords: evolving markets & niche categories
High Search Volume (but too broad)
document management
project collaboration
document sharing
record storage
Perfectly Descriptive (but low search volume)
open source digital asset
management
open source collaboration
software
open source enterprise content
management
10
SOLUTIONS: Target “perfectly descriptive” so you can own them as you educate the
market and search volume grows. Typically, avoid “too broad.”
the middle.
related keywords with relevant content: “Why our X solution is better than traditional
Y solutions”.
audience.
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Find what you can in
Think of pain/problem-related keywords (top of funnel).
Piggyback on
Use the Display network to generate awareness among your target
Use paid social advertising to target individuals, not keywords.
11. Keywords: avoid consumer clicks (paid search)
Use words in ads like “enterprise,” “wholesale,” “in bulk,” “business,”
“professional,” “commercial,” etc.
Include negative keywords like “free,” “discount,” “cheap,” etc.
Consider including pricing in ads
Test only running ads during business hours
11
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12. Using the Display Network at different stages
12
I have a problem
I’m researching
the solution
Who are the
companies I
should talk to?
Which company
should I choose?
Purchase
©2014. Big Drum. All Rights Reserved.
Contextual Targeting
Placement Targeting
Interest Categories
Topic Targeting
Keyword Targeting
Demographic Targeting
Geo & Language Targeting
Similar Audiences
Remarketing/retargeting
RLSA (Remarketing Lists for Search Ads)
13. Emerging uses of the Display Network
Content Marketing
Display is the new content
marketing amplification &
distribution system
Drive visitors to your valuable
content; then retarget to them
later
Retargeting
Retargeting is the new lead
nurturing
Give away content & retarget to
those who consume it
Have salespeople direct prospects
to a specific page on the site
where they’re cookied for
retargeting
13
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14. Bizo has granular targeting – even specific companies!
14
85% of US
business
population
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16. LinkedIn Ads: Premium
16
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InMail
Display/Spotlight Ads
Sponsored Updates
21. Social networks: Facebook
21
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>2% CTR
38% conversion rate
(provide email address)
Of that, 14% closing rate
(new customers)
22. 22
Social networks: Facebook
Know your audience
Target properly
Understand their
challenges
Offer something of
value – don’t sell
Landing page
Capture data &
nurture
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26. 26
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Encourage Them To Convert
28. B2B offers: align with the buying cycle
28 Source: Mac McIntosh, Acquire B2B, Integrated Marketing Summit 2014
©2014. Big Drum. All Rights Reserved.
29. Software (SaaS) Company Offers
29
I have a problem
I’m researching
the solution
Who are the
companies I
should talk to?
Which company
should I choose?
Purchase
©2014. Big Drum. All Rights Reserved.
Demo
Free Trial
Our clients’ average
conversion rates YTD:
2.1%
1.2%
30. Consider TWO thank you pages!
30
Regular Thank You page with requested asset(s)
• Twitter, Facebook & LinkedIn links for viral marketing
Role-based Landing Page (“pop under”)
• For additional conversions, self nurturing, sharing
Source: Michelle Killebrew, IBM, Integrated Marketing Summit 2014
31. To gate or not to gate…that is the question!
YES – Gate It! NO – Don’t Gate It!
Capture data on prospects that
you can then nurture
Best option if your goal is lead
generation (mid-funnel)
The amount of data you require should
be commensurate with the value your
content provides
It’s up to 50x more likely to be
downloaded if ungated (Source: The
Content Factor)
Can use retargeting to “nurture”
Best option if your goal is wide
distribution for brand awareness
and thought leadership (top of
funnel)
31
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Search engines can index ungated
content, so that can create even wider
distribution
32. Short forms…better yet, progressive profiling
Source: Business 2 Community
32
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Source: Shannon Barnes, Kuno Creative blog
Prepopulate
forms when
you can!
33. 10 Conversion Rate Optimization Tactics (& Tools!)
33
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34. 1. Visitor Behavior Analysis
Identify top navigation paths and areas where visitors are exiting your site.
This will help guide and prioritize CRO efforts.
September 24, 2014
©2014. Big Drum Agency. All Rights Reserved.
Tool: Google Analytics
35. 2. Heatmap Analysis
Where are visitors paying
attention on your site and
what are they ignoring?
September 24, 2014
©2014. Big Drum Agency. All Rights Reserved.
Tool: Inspectlet
36. 3. Form Analytics
Rich details are available on conversion funnels in relation to form fields and much more.
Video replays of site interaction are also available.
September 24, 2014
©2014. Big Drum Agency. All Rights Reserved.
Tools: Inspectlet, Formissimo
37. 4. Usability Audits
A heuristic usability review should evaluate these key aspects of your site:
Design, Navigation, Persuasion and Conversion.
Award
Winning
Results
Tool:
a big brain
September 24, 2014
©2014. Big Drum Agency. All Rights Reserved.
38. 5. A/B Testing (Website and/or Landing Pages)
September 24, 2014
©2014. Big Drum Agency. All Rights Reserved.
Tools: Unbounce, Optimizely, Google Content Experiments
39. 6. User Testing
Present a test panel with an important task and see if they can
accomplish it. This will uncover obstacles that are being encountered
by your site visitors that may be suppressing conversions.
Watch and listen as your target
audience navigates through your site –
September 24, 2014
©2014. Big Drum Agency. All Rights Reserved.
it’s all on video.
Tool: UserTesting.com
40. 7. User Surveys - Nudge
Improving the conversion performance of your website starts with understanding
what your visitors want. User surveys help you understand the intent of their visit and
anything that may be preventing them from achieving their goals.
September 24, 2014
©2014. Big Drum Agency. All Rights Reserved.
Tool: Qualaroo
41. 8. User Surveys – Emotional Ratings
Want to know what your visitors feel when they are browsing your website?
Encourage them to share their feelings with emotional rating surveys.
September 24, 2014
©2014. Big Drum Agency. All Rights Reserved.
Tool: Usabilla
42. 9. User Surveys – Intercept (True Intent)
Intercept visitors and invite them
to participate in the survey. Visitors
are instructed to continue what
they came to do, then answer
questions, such as: Did you
accomplish your goal?
September 24, 2014
©2014. Big Drum Agency. All Rights Reserved.
Tool: Loop11
43. 10. Card Sort Study
Tool: Optimal Workshop
Get user input on your information
architecture (IA) via a card sorting
study. List all items in your current
menu and study participants simply
drag and drop to categorize.
September 24, 2014
©2014. Big Drum Agency. All Rights Reserved.
44. Don’t forget about
phone calls!
Gather ALL the data you need
to calculate ROI & make
decisions.
Take credit for ALL the leads
you’re generating!
Vendors: Marchex, CallRail,
Mongoose, more
44
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Online
Conversions
29%
Phone
Conversions
71%
46. Web analytics are awesome…but it’s hard to tie
visits to sales & revenue for lead generation sites
46
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47. What’s the value of a conversion?
% of conversions that close (become a sale/customer)
X
average lifetime value of a customer
47
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48. But wouldn’t it be great to be able to know WHO’s converting?
And track true ROI back to its source?
48 Source: CRM Evangelist
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49. Now we can.
49
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50. B2B sales cycles can be long…
50
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…so set Long Cookies in Google Analytics!
80% of prospects deemed “bad leads” by
sales teams go on to buy within 24 months.
SiriusDecisions
51. Track “assists” with Multi-Channel Funnels
51
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Google Analytics >
Conversions >
Multi-Channel Funnels >
Overview
Google Analytics >
Conversions >
Multi-Channel Funnels >
Top Conversion Paths
52. More Good Stuff!
• This presentation: slideshare.net/stacywms
• Structured data: bigdrum.io/structured-data-primer
• eBook “Sure they’re clicking. But are they converting? Four B2B digital
marketing conversion essentials”: bigdrum.io/cro-ebook
52
©2014. Big Drum. All Rights Reserved.